Course Description - Assumption University



Course Description

|Name of University : Assumption University |

|School/Faculty/Department : Martin De Tours School of Management |

|Department of Marketing |

1. General Information

|1. Course ID: MK4806 |

|Course Title: Product and Brand Management |

|2. Credit Units: |

|3 Credit Units |

|3 hours/week, totally 45 hours |

|Lecture, Workshop, Simulation and Self Study |

|3. Programme and Categorization of course: |

|Bachelor of Business Administration Program in Marketing |

|Major elective course |

|4. Responsible faculty member and list of instructors: |

|A.Tuangporn |

|5. Semester/Year level: |

|: 2/Sophomore |

|6. Pre-requisite Course: |

|MKT2280 Principles of Marketing |

|7. Co-requisite Course: |

|N/A |

|8. Place of study: |

|Assumption University, Suvarnabhumi Campus |

|Assumption University, Huamark Campus |

|9. Date of preparation or latest update: |

|January 10, 2010 |

2. Learning Objectives and Development Objectives

|1. Learning objectives: |

|- To provide the contemporary thinking in the field of product/brand management and its applications in the current market |

|situation. |

|- To develop students' analytical ability and skills to create strategic marketing plan to support brand and product |

|management. |

|2. Objectives for course development/improvement: |

|- Update the course content and add some new examples, especially through online, case study applied to theoretical concept.|

|- Emphasize more for the knowledge of launching new product strategies. |

3. Course Content and Activities

|1. |Course content: |

| |This course aims at introducing the students to the essential principles and practices of product management |

| |including analyzing the market; developing objectives and strategies for the product or service; making decisions |

| |about price, advertising, promotion, distribution channels and service; understanding financial analysis for product|

| |management; and monitoring product performance through marketing metrics. |

|2. |Number of hours per each semester: |

|Lecture |Tutorial |Lab/Field Study/Workshop |Self-study |

|Lecture 45 hours |Upon requested |Workshop ,Simulation |3 hours per week |

|3. |Number of hours per week for advising and academic counseling for individual students: |

| |Students can request for academic advices prior/after classes or in class hours. |

| |Students can make appointment or stop by at the faculty members’ offices during the specified office hours (18 hours|

| |per week). |

| |Students can request academic help through the website of the Department or emails of faculty members. |

| |Students can download course materials from the Department website. |

4. Learning Outcomes

|1. |Morals and ethics: |

| |1.1 |Morals and ethics needed to develop |

| | |Possess ethical, moral and honest behavior academically and professionally |

| | |Have self disciplinary and punctuality |

| | |Pay respect to other people’s rights and their opinions |

| | |Comply with rules and regulations of the university, the organizations and the society |

| | |Comply with professional codes of conducts |

| | |Make valuable contributions to the society |

| |1.2 |Methodology |

| | |Emphasis on the importance of ethical and moral issues in the real business world |

| | |Case study of problems of unethical behavior in the real business world |

| | |Examples of unethical and immoral behavior in class lecture and discussion |

| |1.3 |Assessment |

| | |Students’ manners in class (pay respect to classmates and lecturer, come on time to the class, etc.) |

| | |Students’ disciplines (follow the university’s policy and classroom policies, on time submission of |

| | |assigned works, no plagiarism, etc.) |

| | |Students’ self contributions to the society |

| | |Performance evaluation on quizzes, exams and project |

|2. |Knowledge: |

| |2.1 |Expected knowledge to be gained |

| | |Gain overall knowledge in marketing field |

| | |Possess clear understanding of theories and principles of and new development in the marketing and related|

| | |industries |

| | |Possess analytical skills, problem-solving skills, communication skills, ICT skills, business skills to be|

| | |successful entrepreneurs/marketing managers |

| | |Able to integrate financial knowledge in making effective business decisions |

| | |Able to apply the research findings to handle business problems and develop new business and marketing |

| | |knowledge |

| | |Update and understand changes in professional norms, values, rules, and regulations under marketing and |

| | |related industries |

| |2.2 |Methodology |

| | |Class lecture on theories and practical knowledge |

| | |Examples of real world situations |

| | |Class discussion on case study, concerned business problems, etc. |

| | |Project |

| | |Presentations |

| |2.3 |Assessment |

| | |Quizzes, midterm and final examinations |

| | |Project evaluation |

| | |Questions and answers in class discussion |

|3. |Intellectual Skills: |

| |3.1 |Intellectual skills needed to develop |

| | |Able to critically and logically analyze business/financial problems |

| | |Able to apply theories to develop effective action plans for business/financial problems |

| | |Have innovative and initiative ideas in utilizing theoretical knowledge to solve business problems |

| | |Able to solve the problems intellectually, wisely and professionally |

| | |Able to analyze and predict the expected outcomes from decision making, problems solving, business |

| | |practices and investment decision |

| | |Able to perform routine and assigned tasks effectively |

| | |Able to initiate and develop systematic, effective, efficient working process with respect to the real |

| | |situation |

| | |Able to evaluate data and ideas as well as gather new evidences from various sources of information |

| |3.2 |Methodology |

| | |Self learning and searching information from the Internet and other sources of information |

| | |Project |

| | |Class discussion on concerned topics |

| |3.3 |Assessment |

| | |Quizzes, midterm and final examinations |

| | |Project evaluation |

| | |Questions and answers in class discussion |

|4. |Interpersonal skills and responsibility: |

| |4.1 |Interpersonal skills and responsibility needed to develop |

| | |Able to manage emotional behaviors in oneself and others |

| | |Able to cope with changing environmental issues and work pressures |

| | |Open and willing to learn and reasonably accept criticism |

| | |Able to work as a team |

| | |Able to communicate effectively in a diverse team |

| | |Have responsibility in the assigned tasks |

| | |Continuously engage in self and professional development |

| | |Have good time management |

| | |Possess ability of being a good leader and a good follower and solving problems based on their priority |

| | |Contribute in making effective solutions to group problems |

| |4.2 |Methodology |

| | |Group discussion in class |

| | |Group project |

| |4.3 |Assessment |

| | |Self evaluation on group project |

| | |Peer evaluation on group project |

| | |Class observation in students’ engagement and responsibility |

|5. |Quantitative skills, communication skills, and ICT skills: |

| |5.1 |Quantitative skills, communication skills, and ICT skills |

| | |Possess and able to apply appropriate quantitative skills and techniques in mathematics, statistics, |

| | |finance and accounting to solve problems |

| | |Possess information and communication technology skills |

| | |Possess ability in acquiring and analyzing information in making business/financial decisions |

| | |Possess ability in summarizing, communicating and presenting information effectively |

| | |Possess discretion in the use of communication and information technology in an appropriate manner |

| |5.2 |Methodology |

| | |Self learning and searching information from the Internet |

| | |Class discussion |

| | |Presentation |

| | |Class assignments for case study, problems-solving, etc. |

| |5.3 |Assessment |

| | |Project evaluation |

| | |Class discussion evaluation |

| | |Presentation evaluation |

| | |Assignment evaluation |

5. Course Planning and Assessment

| |

|1. Course planning (follow มคอ.3,book #15, page 6) |

| |

|TENTATIVE CLASS SCHEDULE |

| |

|WEEK |

|TOPICS |

| |

|1 |

|Introduction to product and brand |

| |

|2 |

|New Product Development Process (NPD) |

| |

|3 |

|Idea Generation |

|Idea Screening |

|Concept Development and Testing |

|Brand Positioning |

| |

|4 |

|Marketing Strategy for New Product |

| |

|5 |

|Branding New Product |

| |

|6 |

|Defining Brand Equity and its Measurement |

| |

|7 |

|Brand Architecture and Brand Portfolio Management |

|Cannibalization Effects |

| |

|8 |

|Business Analysis for New Product |

| |

|9 |

|Product Development and Product Testing |

|Commercialization New Product |

| |

|10 |

|Review |

| |

|11 |

|Introduction to Marketing Game |

|Rule of game presentation |

| |

|12 |

|Marketing Game 1 |

| |

|13 |

|Marketing Game 2 |

| |

|14 |

|Marketing Game 3 |

| |

|15 |

|Marketing Game 4 |

| |

|2. Assessment (follow มคอ.3,book #15, page 11) |

| |

|Simulation Game 10% |

|Individual Presentation 5% |

|Class Participation 5% |

|Workshop and Assignments 10% |

|Midterm Examination 30% |

|Final Examination 40% |

|Total 100% |

6. Course Resources

|1. Required text books and readings: |

| |

|Donald R. Lehmann, Russel S. Winer (2005), “Product Management”, 4th edition, |

|McGraw-Hill. Charlotte H Mason, Jr., William D. Perreault, “Marketing Game”, |

|3rd edition, McGraw-Hill. |

|2. Supplementary reading list/references: |

| |

|lms.au.edu |

| |

|3. Recommended reading list/references: |

| |

|Kevin Lane Keller (1998), “Strategic Brand Management”, 1st edition, Prentice Hall. |

|Leslie de Chernatony (2001), “From Brand Vision to Brand Evaluation”, 1st edition, Butterworth/ Heinemann. |

7. Course Feedback and Improvement

|1. |Course evaluation by students: |

| |Discussion with students |

| |End-semester questionnaire |

| |Class evaluation/peer evaluation |

|2. |Other methods of course evaluation: |

| |Discussion with experts |

| |Industry survey |

|3. |Course development and improvement: |

| |Research |

| |Seminars |

| |Course workshop and meeting |

| |Course mentor |

| |Class observation |

| |Knowledge sharing |

|4. |Quality assurance of the course: |

| |Internal committees |

| |External committees |

| |Internal quality assurance |

| |External quality assurance |

|5. |Course revision and development plan: |

| |Major revision every 5 years |

| |Minor revision where appropriate |

................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download